Sports Marketing Studio — London

SPORT DOESN'T STAND STILL. NEITHER DO WE.

An agile sports marketing studio powered by sharp strategy, smart AI tools, and serious experience.

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20+
Years Combined Experience
6+
Global Brands
4
Continents Worked Across
15+
Countries Activated
Why Us

WHY US? BECAUSE WE'VE BEEN ON YOUR SIDE OF THE TABLE.

  • Most sports marketers know one side of the table. We've sat on all of them — brand, rights holder, agency, athlete. It means we know what your partners need, what your fans expect, and what actually drives commercial results.
  • We built Project Brand to do things differently. Lean team. Senior people. AI tools that speed up the boring stuff so we can focus on the work that actually matters — strategy and storytelling that drive results.
  • We're virtual, which means no office overhead landing on your invoice. We're global, which means we work across time zones and markets. And we're agile, which means a typical project flows from first conversation to delivery without the six-week onboarding most agencies need before they even understand your sport.
We move fast without cutting corners. We sharpen what matters. And we get sport because we've lived in it — not just studied it from the outside.
Our Story

ROOTED IN JAPAN. BUILT FOR THE WORLD.

Our Story - Japan

Project Brand was born in Tokyo in 2020 — from a leap of faith and two decades of sports marketing experience that needed a new home.

Our founder Sarah spent years working across global brands, rights holders, and sporting bodies — from the Springboks to ASICS (three years at HQ in Tokyo) to adidas Running. Along the way she kept bumping into the same problem: sports brands either overpay for big agency overhead or underpay for freelancers who don't know the industry.

So she built something in between. A studio inspired by 改善 Kaizen — the Japanese philosophy of continuous improvement. Which basically means we're never done getting better. Sounds intense. It is. But it works.

改善
KAIZEN Continuous improvement. Small steps, big gains.
What We Do

WHAT WE'RE GOOD AT.

Four areas. All powered by AI where it makes sense — and always backed by people who know sport inside out.

Strategy
AI-accelerated research, briefs and creative
We don't do strategy decks that collect dust. We build plans you can actually use — across marketing, content, sponsorship, sales, and go-to-market. We use AI to accelerate the research and sharpen the insights, so you get to the good stuff faster.
Digital
Where fandom turns into real commercial value.
Your brand lives online whether you like it or not. We make sure it shows up well — compelling messaging, digital campaigns, websites that actually work, and SEO that earns attention. Built around what your audience cares about, not what looks good in a pitch.
Creative
Stories that move people and product
Ideas are easy. Execution is everything. We handle brand development, campaign creative, photography, videography, and content production — pulling from a global network of talent we trust. If it needs to look good and land hard, that's us.
Management
From exec strategy to on-ground delivery
Someone needs to keep the trains running. We handle project management, event coordination, timelines, budgets, and athlete concierge — so you can focus on the big picture while we take care of the details.
Our Work

SOME THINGS WE'VE DONE.

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URC Rugby Partnership
Adidas Running Athlete Activation
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Habari Media
Habari Media Commercial Revenue Strategy
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Adidas Product Launch
Adidas Running Product Franchise Launch
Brands we've worked with, directly and through trusted partners
What Clients Say

The work speaks.

"Sarah has played a pivotal role in achieving and surpassing our marketing objectives. Creative, forward thinking, and a key example of strong leadership.”
Holly Brown Director Global Brand Marketing, adidas HQ
"The quality of the proposal was what got us over the line. Sarah understood exactly what we needed and delivered work that made the decision easy.”
Sports Media Client Marketing Director
The Tribe

THE PEOPLE BEHIND THE WORK.

Sarah Mundy

Sarah Mundy

Founder

Sports marketer. Strategist. AI enthusiast. Marathon runner and mountain climber because sitting still was never really my thing. I've spent my career across brands, rights holders, and agencies — from Johannesburg to Tokyo to London and built Project Brand to bring all that experience together in one place. I move fast, deliver sharp, and genuinely love this industry. Also firmly believe that if you can't laugh in sports marketing, you're probably taking yourself too seriously.

Wesley Tam

Wesley Tam

Partner

Running addict. Returning golfer (after a ten-year hiatus — still figuring out the swing). Sports marketer who's worked with the likes of Novak Djokovic, Iga Swiatek, the Springboks and the Wallabies and yes, I've packed the boxes, survived the 2am hotel rooms, and lived the grind that comes with the glossy campaigns.

I love bringing brand and athlete partnerships to life and I believe in two simple rules: chop wood, carry water .. and always be super vibey.

Maverick

Maverick

Studio Mascot

Chief morale officer. Terrible at deadlines. Excellent at naps.

We also work with a trusted network of specialists across creative, digital, content, and production — so when a project needs more firepower, we scale up without the agency price tag.
Get In Touch

LET'S MAKE SOMETHING WORTH TALKING ABOUT.

Got a project, a problem, or just a question? Drop us a message. We're always up for a good conversation about sport, marketing, and where the two are heading.

sarah@theprojectbrand.com
LinkedIn
London, UK — working globally

The Challenge

What We Did

The Result

Full case studies available on request.